0:01 In the first second of this advertisement we see a young boy around the ages of 8-10. The boy is facing the opposite direction of the camera seemingly walking in the opposite direction where we only see his back.The boy is in a dark hallway with only two sources of light. We do not know what the boy is wearing because of the lack of light on his back. At the end of the hallway is a bright light coming from a window in a room with its door open at the end of the hallway. The other source of light is warm with a yellow color and is coming from a room to the right with no door so this seems as if it is the entrance to a kitchen or living room. The dark hallway makes it seem as though there are no lights on so this could be taking place early in the morning before any lights are on. The director may be trying to portray the boy may have not turned them on because he is sneaking around the house before anyone wakes up.
0:02 The boy is slowly walking in the direction of the room with a window and sunlight coming through. We are slowly following him as he heads down this hallway. The director has captured my attention because of the mystery and lack of detail given. All that is known is that it seems the boy is sneaking which captures my interest.
0:03 – 0:05 The picture changes to a young girl and she does not seem to be in the same house as the boy in the previous few seconds. The camera is looking down at her as it pans to what she is doing. She is laying on the floor and seems to be playing but we do not know what it is she is playing with. She seems to be dressed warmly wearing long pants and a sweater. The outfit is more like pajamas so she does not seem as if she is going out anytime soon. There is a warm light so this seems like it is mid-day and not nighttime or early morning. This change confuses me as the person watching, but I assume the videos meaning surrounds children.
0:05-0:08 This changes to another young child who is in their pajamas. The camera is still and is far away, seemingly on the other side of the room. The child is in what seems to be a living room standing on a red stool. We do not know where the stool is from. The child is looking into a closet that has pillows and blankets in it. The child seems to be looking for something and is still not tall enough to reach it as he is standing on their toes. The director may be showing there are no parents around for this child to reach the item he is looking for or he may not be allowed to get the item she is looking for.
0:09-0:10 In this part of the video we go back to the same young girl from 0.03-0.05. In this, we also see a young boy who could be someone she is on a playdate with or her brother. The boy is on his knees sitting bedside, and the girl slides off the side of the bed to get down next to the boy. The girl was sitting on the bed and gets down off of the bed where she sits next to him and they are facing the bed. The director may be showing this could be because they are getting ready to look under the bed. This could be because the girl got down off of the bed and both of their attentions are captures to objects under the bed.
0:11-0:12 We go back to the first boy we saw. This boy is now in what seems to be a storage room with shelves and boxes of papers. He does not have the light on in the room but instead has a flashlight that he has placed on an opposing shelf of the one he is looking at. He then gets up on something that is out of frame to reach a higher shelf. The director further shows us that the boy is sneaking around to look for something.
0:13-0:15 This part goes to the child standing on the red stool. The child manages to reach what he is looking for but drops many items while doing so. The items that fall include books, board games, blankets, and a gun. We don’t know if this child was looking for a gun or not.
0:15-0:17 In this clip the boy and girl go under the bed which they crawl under fully. We now know that this could be an add that has to do with children finding guns. We fear that there is possibly a gun under the bed these children are hiding.
0:17-0:18 In this we see the boy from the first clip who was just in a storage room seems to be watching his hands in a bathroom. We do not understand why this is happening and it does not point to anything regarding finding a gun.
0:19- 0:20 In these frames we go back to the child with the red stool. We finally see that this is a little girl. The girl is picking up the items she dropped when something catches her interest that we can not see as she is blocking us from seeing it. We already know that it is the gun from the previous clip with her.
0:21 This then pans to what the child originally standing on the red stool is seeing which was the pistol which is lying on what seems to be a bag and is next to a book. We see this child is actually a girl from her long hair.
0:22- 0:23 This clip goes back to the boy and girl that were under the bed. They are no longer under the bed but have pulled out items they found. They pulled out bins that have clothing and hats which they are trying on together as they may be playing pretend. They also found what seems to be a board game or telescope box that is long in shape. Between the two is the final item they pulled out which is a rifle. The director chose for them not to give it any attention even though it is directly in between them and they have more interest in the hat. This could be because they are used to the rifle or they do not yet know what it is because of their young age.
0:23- 0:24 In this we see the boy from the first clip again who is in the bathroom still. The boy is playing with something that is off-screen. We as the viewer have not seen this boy find a firearm but the director assumes that we know he has one because all the other children have found them. He is in the bathroom as this may be the only place he has privacy to play with it. While we don’t see the gun it seems like he is cocking it back, and then we see him look up suddenly from the gun to where the door of the bathroom is. The director may be wanting us to make the assumption he has been caught or that his parents just woke up if they were sleeping.
0:25-0:37 This is just a black screen with white lettering saying “safe gun storage saves lives”. Then it changes to the logo of end family fire.
From what I have seen I believe the goal is safely storing your guns. These guns need to be safely stored and children should not know where they are hidden. Even if they do not know they should not be hidden with everyday objects and instead should be put in a safe or have a lock. The director successfully showed safe gun storage without the need for any words or volume on the video.